PENGARUH E-WOM DAN PRICE TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS PADA LAYANAN VIDEO ON DEMAND NETFLIX

Abstract

This research aims to examine and analyze the effect of electronic word of mouth and price on the purchasing decision, through brand awareness at VoD Netflix for students of STIESIA Surabaya The research applies quantitatively. The population consists of students of STIESIA Surabaya who have subscribed Netflix minimum 3 times for a package with an unknown number of people. Furthermore, the data collection technique used Convenience sampling with the Lemeshow formula. In line with that, there were 96 respondents as the sample. The data were primary. The instrument in the data collection technique was a questionnaire. Moreover, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 26 versions. The result indicates that E-WoM (Electronic Word of Mouth) has a posiive but insignificant effect on purchasing decisions. However, price has a positive and significant effect on purchasing decisions. Additionally, E-WOM has a positive but insignificant effect on brand awareness. In contrast, price has a posilive and significant effect on brand awareness. In addition, brand awareness has a positive and significant effect on purchasing decisions. Meanwhile, E-WoM has a positive but insignificant effect on purchasing decisions, through brand awareness. On the contrary, price has a positive and significant effect on purchasing decisions. through brand awareness for students of STIESIA Surabaya who have subscribed Netflix.